Cadillac has launched a new advertisement nationally that takes a slight dig at electric-car maker Tesla and its AutoPilot technology. The ad focuses on the present and provides a juxtaposition with the future, declaring true hands-free driving is here today.
That’s the promise of Super Cruise, Cadillac’s semi self-driving system. The ad questions modern day and provides a snapshot of the technologies many of us were promised decades ago. Jetpacks, trips to Mars, robotic companions, you get the idea.
When the ad questions a car that can drive hands free, Cadillac rightly points out it’s here today with Super Cruise.
It’s a cheeky spot with a rather direct message. And in the spot, Cadillac pulls a quote from Mashable that proclaims, “Tesla, eat your heart out,” when describing Super Cruise’s functions. It helps that the entire ad plays to the tune of “At Last” by Etta Jones.
Super Cruise operates strictly on mapped U.S and Canadian interstates and will disengage in areas where it can’t maneuver properly. In fact, Cadillac consistently updates the system with mapping and blocks out areas that are under construction, for example. When construction finishes, the area goes back online with an updated map for Super Cruise to operate. Without any new vehicle launches in 2017, Super Cruise easily became Cadillac’s shining star last year.